INTRODUCTION FOR UNLEASHING GUERRILLA MARKETING: CREATIVE AND CAPTIVATING CAMPAIGNS
This two-day Guerrilla Marketing Mastery program is designed to equip participants with bold, unconventional strategies to create high-impact marketing campaigns. Through hands-on activities, real-world case studies, and creative collaboration, participants will explore various guerrilla marketing tactics—from ambient and experiential to viral and digital guerrilla methods. The program emphasizes the psychology of attention, emotional engagement, and the power of surprise to captivate audiences. By the end of the training, participants will be able to conceptualize, storyboard, and pitch their own guerrilla marketing campaign with confidence, using both physical and digital tools to amplify reach and drive brand impact.
LEARNING OUTCOME
- Differentiating Guerrilla Marketing from Traditional Marketing
- Distinguishing between ambient, ambush, experiential, viral, stealth, and grassroots approaches
- Matching the right tactic to specific business objectives and audience types
- Embracing unconventional thinking and risk-taking in marketing campaigns
- Analyzing customer touchpoints for maximum surprise and engagement
- Designing campaigns that trigger emotional responses like curiosity, laughter, or awe
- Leveraging props, influencers, and digital platforms (Canva, TikTok, etc.)
- Applying storytelling frameworks for impactful campaign messaging
- Implementing digital-first guerrilla strategies using trends, hashtags, and algorithms
- Collaboratively conceptualizing and pitching a fully developed campaign
- Creating mock-ups, distribution plans, and an implementation checklist
WHO MUST ATTEND
- Marketing and Brand Managers looking to explore unconventional and cost-effective strategies to elevate their campaigns
- Small Business Owners & Entrepreneurs aiming to gain big visibility with limited budgets
- Advertising & Creative Teams who want to sharpen their ideation skills and break away from traditional thinking
- Social Media and Digital Marketers seeking new ways to generate buzz and virality both online and offline
- Event Planners and Experiential Marketers who want to craft memorable customer interactions
- Startups & NGOs looking to build brand awareness through creative, grassroots campaigns
- Students and Freelancers in marketing, media, or design who wish to expand their creative portfolio with disruptive campaigns
COURSE OUTLINE
Module 1: Introduction to Guerrilla Marketing
- Key differences from traditional marketing
- Psychology of attention and surprise
- Famous examples (Red Bull, IKEA, McDonald’s, etc.)
- Review 3-5 global and local guerrilla marketing campaigns
Module 2: Types of Guerrilla Marketing Tactics
- Ambient marketing
- Ambush marketing
- Experiential marketing
- Viral and buzz marketing
- Stealth and grassroots campaigns
Module 3: The Guerrilla Mindset & Creativity Boost
- Thinking like a guerrilla marketer
- Breaking conventions with purpose
- Creativity warm-up activities and team games
Module 4: Mapping Out Your Target’s Journey
- Customer touchpoints and surprise triggers
- Where to place your guerrilla attack (offline/online/blended)
- Emotional mapping: laughter, awe, anger, curiosity, empathy
Day 2: Execution, Storytelling & Campaign Design
Module 5: Tools, Props & Resources
- Props and fabrication tips
- Strategic use of influencers, flash mobs, street teams
- Using Canva, and TikTok for guerrilla distribution
- Partnerships and cross-promotions
Module 6: Guerrilla Storytelling & Message Crafting
- Storyboarding your campaign
- Creating an irresistible narrative arc (Hook → Twist → CTA)
- Emotional design for lasting memory
- Call-to-action tactics: subtle vs loud
Module 7: Digital Guerrilla Marketing
- Hacking algorithms: Reels, TikTok trends, meme jacking
- Geo-targeting & hashtag strategies
- Comment storms, flash challenges, and filter campaigns
- Combining digital virality with real-world surprise
Module 8: Campaign Design, Pitch & Reflect
- Breakout teams to design their own guerrilla campaign
- Each team will pitch: idea, objective, location, timing
- Create mock-ups and a content release plan
- Team presentations of guerrilla campaigns
- Implementation checklist
